Apple and Issey Miyake Unveil $230 “iPhone Pocket” — Fans Call It “a Cut-Up Sock”

Apple’s New Accessory Sparks Controversy

Apple has once again stirred debate in the fashion-tech world with the launch of its new iPhone Pocket, a minimalist carrying case designed in collaboration with the Japanese fashion house Issey Miyake. Priced at $230 (£219.95), the product has gone viral online — not for its innovation, but for its uncanny resemblance to a knitted sock.

The Apple iPhone Pocket Issey Miyake was announced this week as part of a limited-edition range that aims to blend technology with contemporary design. Apple describes the pocket as being “inspired by a piece of cloth,” embodying the concept of “creating an additional pocket.” Available in a variety of colors and strap options, it’s marketed as a chic, minimalist way to carry your iPhone.

However, many fans and critics see it differently — sparking one of the most talked-about moments in Apple news today.

“A Cut-Up Sock” and “The Limits of Loyalty”

Social media exploded soon after Apple unveiled the iPhone Pocket, with users on X (formerly Twitter) mocking the accessory. One viral post called it “$230 for a cut-up sock,” while another questioned the practicality of its open-top design: “No zip, no structure, and considering how many thefts of iPhones there are these days… no security?”

Even popular tech reviewer Marques Brownlee (MKBHD) joined the conversation, joking that the product is a “litmus test” for how far Apple fans are willing to go to defend the brand.

Social media analyst Matt Navarra told BBC that Apple’s pricing strategy here seems to focus less on functionality and more on “form, branding, and exclusivity.” He explained, “This kind of pricing is not new in luxury fashion or designer collaborations — but for most consumers, it feels like Apple is testing the limits of brand loyalty.”

A Nostalgic Collaboration with Issey Miyake

While the Apple iPhone Pocket may look like a simple fabric sleeve, its roots trace back to an iconic creative partnership. The late Issey Miyake famously designed the black turtleneck sweaters worn by Steve Jobs, making this collaboration a symbolic reunion between Apple’s past and present.

The iPhone Pocket Issey Miyake pays homage to the late designer’s minimalist aesthetic — emphasizing simplicity, texture, and craftsmanship. Apple claims the accessory is a tribute to Jobs’ enduring connection with Miyake’s design philosophy, which valued the intersection of form and function.

Is It Really Just an “Apple Sock”?

The internet has been quick to compare the iPhone Pocket to Apple’s early 2000s iPod Sock, a colorful knitted case that retailed for $29. The comparison is both humorous and nostalgic — with some calling the new release a “luxury reboot” of a forgotten product.

However, Apple insists the Issey Miyake edition is far from a novelty. Each piece is crafted with high-end materials and precision design, representing what Apple calls “the art of minimalism in motion.”

Critics remain skeptical, though, suggesting the company’s marketing machine has turned a simple accessory into a fashion statement.

Fashion Meets Function — or Hype?

While many view the iPhone Pocket Issey Miyake as another example of Apple’s ability to monetize brand prestige, others see it as an experimental step in merging fashion and technology. Luxury collaborations between tech companies and designers are becoming increasingly common, blurring the lines between utility and identity.

But for now, it seems Apple’s latest move has ignited more memes than sales — though, as history has shown, controversy often fuels desire in the luxury market.

Apple’s Timeless Strategy

Despite the online mockery, Apple’s approach remains consistent: push boundaries, spark conversation, and cultivate exclusivity. Whether consumers see the Apple iPhone Pocket as an overpriced sock or a collectible design item, it’s clear that Apple continues to dominate both the tech and cultural conversation.

As one fashion critic noted, “If anyone else made this, no one would care. But because it’s Apple and Issey Miyake, it becomes a symbol of taste, debate, and design philosophy.”

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